Marketing Exam 4 Ch 16, 17, 18, 19, 20
Which of the following is NOT one of the factors that influence the assessment of value?
Elasticity of demand
Which of the following is NOT a public relations tool?
TV commercial
In the communication process, the _______ is the individual, group, or organization that decodes a coded message.
a. receiver
Purpose of: free samples, coupons, test drives
to get the consumer to try it
Recognition test
•A posttest in which respondents are shown the actual ad and asked if they recognize it
Pretest
- Evaluation of advertisements performed before a campaign begins
Posttest
- Evaluation of advertising effectiveness after the campaign
Competitive advertisi
- Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
Promotional Mix
-advertising -personal selling -PR -Sales promotion
Assume a retailer purchases a can of premium dog food at $2.25 and adds 75 cents to the cost, making the price $3. What is the markup as a percentage of selling price?
. 25%
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
. Inside salespeople
During which step in the personal selling process is listening especially important?
. Making the presentation
Which of the following is NOT one of the four elements of the promotion mix?
. New introductory promotion
Which of the following appropriation techniques is most logical?
. Objective-and-task approach
Which pricing strategy provides the most flexible introductory base price?
. Price skimming
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?
. Push money
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using?
. Push policy
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______.
. encourage product trial
Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______.
. flighting
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______.
. integrated marketing communications
Relationship selling differs from traditional personal selling due to its adoption of a(n) _______.
. long-term perspective
Word-of-mouth communication is most effective for _______ and _______.
. new-to-market products; expensive products
Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______.
. prospecting
At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______.
. viral marketing
General Steps in the Personal Selling Process
1. prospecting 2. pre-approach 3. approach 4. making the presentation 5. overcoming objections 6. closing the sale 7. following up
ACME Corp.'s widgets have elastic demand. If ACME raises the price of widgets, what will be the result?
A decrease in total revenue
Media plan
A plan that specifies the media vehicles to be used and the schedule for running advertisements
Unaided recall test -
A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues
Aided recall test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories
inelastic demand
A situation in which an increase or a decrease in price will not significantly affect demand for the product
advocacy advertising
Advertising that promotes a company's position on a public issue
Institutional advertising
Advertising that promotes organizational images, ideas, and political issues
Pioneer advertising
Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Which of the following is NOT one of the developers of an advertising campaign?
An accounting firm
Buzz marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
Spacely Inc.'s sprockets have inelastic demand. If Spacely raises the price of sprockets, what will be the result?
An increase in total revenue
Which personal selling process step may involve calling on customers without prior consent?
Approach
Which of the following should be accomplished after developing pricing objectives?
Assessing the target market's evaluation of price
Which of the following is calculated by dividing the variable costs by the number of units produced?
Average variable cost
Which of the following is the point at which the costs of producing a product equals the revenue made from selling the product?
Breakeven point
Which of the following is a major advantage of nonprice competition?
Building customer loyalty toward the brand
Metric for Advertising
CPM -Cost per 1,000 impressions
Which of the following pricing strategies sets the basic product in a product line low, but the price on the items required to operate or enhance it are higher?
Captive pricing
ACME Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use?
Cash discount
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?
Comparative advertising
•Three types of competitive advertising:
Comparative advertising Reminder advertising Reinforcement advertising
Comparative advertising
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
Which of the following is NOT a factor affecting the routing and scheduling of sales calls?
Compensation method
Which of the following is often used by producers of relatively homogeneous products, especially when the target market considers price to be an important purchase consideration?
Competition-based pricing
Which of the following price bases is mostly likely to be used for commercial construction projects or custom-made equipment?
Cost-plus pricing
Which of the following is the most widely used sales promotion technique?
Coupons
The Federal Trade Commission (FTC) is investigating ACME Corp. for using misleading price tags at its outlet stores to deceive customers into believing they are getting a bargain on Wile E. branded items. Which of the following does the FTC believe ACME is guilty of?
Deceptive pricing
Which of the following shows the quantity of products a firm expects to sell at various prices if other factors remain constant?
Demand curve
Native Advertising
Digital advertising that matches the appearance and purpose of the content in which it is embedded EX:•Netflix promoted its "Orange Is the New Black" series on The New York Times website by creating a 1,500-word feature article describing the current state of female incarceration in the United States
Kara Thrace operates a service business that engages in systematically collecting data on brands and prices at competitors' stores. For which stage of the price establishment process would this service be most appropriate?
Evaluating competitors' prices
Which of the following is the most expensive sales promotion method?
Free samples
Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?
Merchandise allowance
Which of the following is appropriate for stimulating primary demand?
New introductory promotion
Check My Work Which of the following publicity-based public relations tool is most common?
News release
Which of the following is the most important with business-to-business transactions involving the purchase of expensive products?
Personal selling
Which of the promotion methods is the most precise?
Personal selling
Which of the following focuses on a product category rather than a specific brand?
Pioneer advertising
Quantity ⬆️
Price ⬇️
Value Equation
Price/ Quality
Quantity ⬇️
Price⬆️
Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
Product placement
Which of the following objectives is likely to be more expensive for a firm as the cost of materials and research and development may be greater?
Product quality
Which of the following product-line pricing strategies is NOT generally used for business products?
Psychological pricing
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
Public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
Public relations
Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
Public relations audit
Which of the following pass on to a business customer the cost savings gained through economies of scale?
Quantity discounts
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?
Recognition test
Which of the following pricing objectives can reduce a firm's risks by helping to stabilize demand for its products?
Status quo
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?
Team selling
Advertising appropriation
The advertising budget for a specific time period
Frequency
The number of times these targeted consumers are exposed to the advertisement
Reach
The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period
Loyalty programs: what they do and what is an example
They work to retain customers EX. REI, Starbucks
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?
Trade salespeople
Which of the following charges the same price to all customers regardless of geographic location, and the price is based on average shipping costs for all customers?
Uniform geographic pricing
Maria is concerned about both price and quality of a product. Marketers would best describe her as which of the following?
Value-conscious
Which of the following types is NOT an example of noise in the communication channel?
When a source uses an emoji that are understood by the receiver
ACME Corp. and Spacely Inc. are engaged in intense price competition in order to boost market share of their widgets. This is best described as _______.
a price war
When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______.
advertising; sales promotion
Elasticity of demand
be the low-cost seller of the product
The limit on the volume of information a communications channel can handle effectively is known as _______.
channel capacity
Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation?
combination compensation plan
The Federal Trade Commission has established guidelines for _______. If the higher price against which the comparison is made is the price formerly charged for the product, the seller must have made the previous price available to customers for a reasonable time period.
comparison discounting
To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______.
consumer game
A major goal of integrated marketing communications is to send a consistent message to _______.
customers
Elastic Demand
demand in which changes in price have large effects on the amount demanded
Inelastic Demand
demand in which changes in price have little or no effect on the amount demanded
Check My Work Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______.
e. word-of-mouth communication
Sales promotion can increase sales by providing _______.
extra purchasing incentives
A company's rental of production space is an example of a _______.
fixed cost
In the absence of government controls, pricing is a(n) _______ and _______ way to adjust the marketing mix.
flexible; convenient
The most critical copy in an advertisement is the _______.
headline
To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______.
implement safety programs, inspections, training, and effective quality control procedures
A price developed in the buyer's mind through experience with the product is a(n) _______.
internal reference price
If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______.
lower prices
ACME Corp. has a pricing objective to increase its primary product's sales relative to total industry sales. This is best described as a(n) _______.
market share objective
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______.
native advertising
Chevrolet's Presidents' Day sales are an example of _______.
periodic discounting
If a company's promotional budget is extremely limited, the firm is likely to rely on ____
personal selling
Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______.
press release; captioned photograph
Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______.
retain loyal customers
Price is a key element in the marketing mix because it relates directly to the generation of total _______.
revenue
Sales force objectives for the entire force are normally stated in terms of all of the following, except _______.
sales territory
Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______.
tactile communication
Check My Work The group of people at whom advertisements are aimed is called the _______.
target audience
Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______.
technical salesperson
Firefly Space Shuttles is using a strategy of maximizing revenues by making numerous price changes in response to demand, competitors' prices, or environmental conditions. This is best described as _______.
yield management
viral marketing
•A strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly
Personal Selling •Advantages: v.s •Disadvantage:
•Advantages: •Gives marketers the greatest freedom to adjust a message to satisfy customers' information needs •Is the most precise of all promotional methods, enabling marketers to focus on the most promising sales prospects •Is the most effective way to form relationships with customers •Disadvantage: •Is generally the most expensive element in the promotion mix
Advertising
•Advertising is a PAID nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Reinforcement advertising
•Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
Product advertising
•Advertising that promotes the uses, features, and benefits of products
Reminder advertising
•Advertising used to remind consumers about an established brand's uses, characteristics, and benefits
Competitive Promotional Efforts what does it do and who uses it
•At times, a marketer's objective in using promotion is to offset or lessen the effect of a competitor's promotional or marketing programs •A combative promotional objective is used most often by firms in extremely competitive consumer markets
Differential pricing
•Charging different prices to different buyers for the same quality and quantity of product
Integrated marketing communications definition
•Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
Personal selling
•Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. Car salesman
Price skimming
•Price skimming - Charging the highest possible price that buyers who most desire the product will pay •Some consumers are willing to pay a high price for an innovative product, either because of its novelty or because of the prestige or status that ownership confers Provides the most flexible introductory base price
Psychological pricing
•Pricing that attempts to influence a customer's perception of price to make a product's price more attractive
Public Relations
•Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders
Sales Promotion
•Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers
Sales Promotion
•Sales promotion is an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers EX:• -Free samples •Games •Rebates •Sweepstakes •Contests •Premiums •Coupons
Source v.s. Receiver
•Source - A person, group, or organization with a meaning it tries to share with a receiver or an audience •Receiver - The individual, group, or organization that decodes a coded message
An advertising campaign may be handled by
•an individual, a few people within a firm, a firm's own advertising department, or an advertising agency
